tailieunhanh - The structure of online marketing communication channels

Online marketing communications are moving toward interactions between individual recipients and consumers rather than being directed from a marketing organization to masses of consumers. It is now possible for an individual to be just as efficient in broadcasting information, both positive and negative, about an organization as it is for a large corporation to promote itself. The social networking that allows the quick and easy dissemination of information and mis-information is in part a product of changes in online communication channels, but these communication channels are in part enabled by such social networking. From a marketing perspective, we are at a pioneering stage in understanding how these. | Journal of Management and Marketing Research The structure of online marketing communication channels Robert Owen Texas A M University-Texarkana Patricia Humphrey Texas A M University-Texarkana Abstract Online marketing communications are moving toward interactions between individual recipients and consumers rather than being directed from a marketing organization to masses of consumers. It is now possible for an individual to be just as efficient in broadcasting information both positive and negative about an organization as it is for a large corporation to promote itself. The social networking that allows the quick and easy dissemination of information and mis-information is in part a product of changes in online communication channels but these communication channels are in part enabled by such social networking. From a marketing perspective we are at a pioneering stage in understanding how these work. This article suggests an infrastructure that could be useful in studying how online communication channels are emerging and how they might evolve in the future. The elements of this infrastructure are core technological competitive commercial political regulatory and social. Keywords online marketing integrated marketing communications IMC word of mouth promotion WOM viral marketing social networking diffusion of innovations The Structure of Online Marketing Page 1 Journal of Management and Marketing Research Introduction With the emergence of new communication channels via the Internet we have seen an emergence of new ways that marketing promotions can be launched and new ways that marketing attacks can be initiated. As a . presidential candidate Barack Obama began using viral marketing techniques early in his campaign for the 2008 elections through extensive use of Internet social networking Tumulty 2007 . Obama s Democratic party opponent Hilary Clinton was the victim of a damaging chain email campaign in which she is falsely identified as having an .